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- Title
HOW ZANTAC BECAME THE BEST-SELLING DRUG IN HISTORY.
- Authors
Wright, Richard
- Abstract
This article examines how Glaxo Smithkline PLC's drug Zantac, an acid inhibitor, came to dominate the acid/ peptic marketplace. A brief history of Glaxo is presented. The company developed several marketing strategies which include public-service announcements, celebrity media tours, and consumer-awareness bulletins. The company also created an integrated product introduction for both physicians, specialists, and patients which increased public awareness of gastrointestinal disease and expanded the patient base for treatment.
- Subjects
GLAXOSMITHKLINE; PHARMACEUTICAL industry; ANTACIDS; MARKETING strategy; MARKETING management; EXAMINATION of the gastrointestinal system
- Publication
Journal of Health Care Marketing, 1996, Vol 16, Issue 4, p24
- ISSN
0737-3252
- Publication type
Article